Skybags' #MyDripMySkybags takes Gen Z engagement to a whole new level

Post the second wave of the pandemic, when the country started to unfold and go back to normalcy, colleges were also looking at opening their campuses. Every student was excited to go back to the campus and enjoy their college life and luggage brand Skybags saw this as an opportunity to be a part of this phase of normalcy.

Skybags #MyDripMySkybags campaign aimed to take Gen Z engagement to a whole new level. In an age where a whole lot of brands attempt to get their messaging to the country’s budding youth right, Skybags has managed to strike a chord with Gen Z through this initiative.

The well-known brand from the house of VIP Industries that is credited with making backpacks synonymous with style has time and again come up with campaigns that truly understands and captures the essence of its ever growing base of young consumers.

Creative Strategy

Tapping into the right moment, for the #MyDripMySkybags campaign, the brand launched a rap anthem showcasing the excitement of going back to campus and showing off individual style quotient with Skybags. The song, #MyDripMySkybags, depicts the enthusiasm amongst the GenZ audience for going back to the real world. It is a depiction of being able to finally step out of their homes, see their friends in person, resume what used to be their normal life and enjoy their moments.

Keeping the GenZ in mind, the song features young and talented artists Manan Sachdeva, Foram Oza, Himanshu Dulani, and Shhaifali Chauhan and is choreographed by Shashank Dogra. The campaign was split into 2 phases. The objective of Phase 1 was to introduce the main film and get the audience grooving to the peppy music beats of the song and for them to show-off their drip. The second phase was targeted to reach out to the mass audience and to drive higher engagement using a key collaboration.

Target Audience

#MyDripMySkybags has been designed in a way to resonate with the GenZ. After the success of its previous campaigns, the brand has pushed the bar higher, with its new campaign that depicts the today’s savvy and confident college going audience.

Product in Focus

The campaign resonates with the brand’s exclusive range of stylish school and college backpacks, daypacks, rucksacks and professional backpacks.

The Strategy

The campaign highlights the excitement felt by reunification of the youth, who have been locked up at home due to the uncertainties led by the pandemic. The brand’s hip music video, designed keeping in mind the new GenZ lingo ‘what’s your drip yo!’, seamlessly connects with the brand’s young and trendy target audience.

The young hip music video that went on air on December 6, 2021 showcases four buddies rejoicing together after a long time. The anthem shows them sharing their excitement by slinging their backpacks, jumping on the streets, dancing their hearts out and asking each other ‘what’s your drip yo!’

Their connected vivacious energy and dance moves are an epitome of setting oneself free from isolation and unifying with companions. Skybags intertwines its brand philosophy of ‘Move in Style’ into its products through latest styles and vibrant colours.

#MyDripMySkybags Campaign Links:

Instagram:

https://www.instagram.com/tv/CXI6HmvDmze/?utm_medium=copy_link

YouTube:

https://youtu.be/-5qdq3fQ4ig

The Execution

The bop rap song was dropped on December 6, 2021, followed by a couple of relatable real life meme posts to which the GenZ could relate to. The song was received enthusiastically by the audience for its popping tune and the lyrics.

#MyDripMySkybags challenge, Phase 2 of the campaign has managed to buoy up the GenZ to get them groove on the #MyDripMySkybagsanthem and get the vibe right with their drip. To get the audience’s attention, Remo D’Souza, ace choreographer, producer & director of Bollywood was roped in to start the dance challenge of #MyDripMySkybags. The challenge involved Remo grooving on the hook step and asking the audience to do the same and follow the rules. The contest ran for 15 days across Instagram and Facebook.

Skybags has managed to execute its aim to slay it with the GenZ, by rendering a direct connect and aligning their thought process with its product line.

Instagram challenge Link:

https://www.instagram.com/reel/

Result Achieved

Remo D’Souza started the challenge on his Instagram page, cheering all the dancing aficionados to tap their feet in style. To accomplish this challenge, all they had to do was to perform the hook step from the song ‘My Drip My Skybags’ in the most creative way possible and tag the brand on their Facebook and Instagram handles using the hashtag #MyDripMySkybags. Best entries were reviewed by Remo D’Souza himself and then announced a winner, who stood a chance to win Rs 1 Lakh and 20 lucky winners were rewarded with Skybags backpacks signed by Remo D’Souza.

The influencer engagement created a snowball effect of sorts, as they had teamed up with social media influencers in a very meaningful way. The brand received entries from across the country, enabling them to reach out to a whole new set of audience.

The challenge curated for the young and confident Gen Z, aimed at creating an atmosphere of positivity and engagement.

The Outcome:

Skybags #MyDripMySkybags campaign was a phenomenal success. The campaign garnered an overwhelming response from the audience and witnessed an overall reach of more than 29.3 million and a whopping 43.5 million+ views, 5.2 million+ engagement and 145+ entries.